5 minute read
As a financial advisor, you likely have a list of prospects that you are hoping to convert into clients. This is where email marketing may prove to be beneficial.
According to OptinMonster, “99% of email users check their inbox every day, with some checking 20 times a day. Of those people, 58% of consumers check their email first thing in the morning.”1 As the pace of our lives quickens, fewer people are checking their mailboxes or reading through physical copies of their favorite magazines. This means your email message could be one of the only ways to get a potential customer’s attention.
Email has continuously proved to be an effective strategy for marketers. Here’s how you can strengthen your email marketing tactics when reaching out to prospects.
Build a List
First things first, you’ll want to make sure you have segmented lists of emails. These segments allow you to send your emails to relevant inboxes to ensure the right messages reach the right audiences.
If you need some support creating and organizing a list of prospects, the Invisible Rich Series is here to help!2 This series of seven videos, developed by Dunham and Bryce Sanders of Perceptive Business Solutions, Inc., helps you define your target market, discusses where to find wealthy prospects, and finally describes how to create a list of prospects using information publicly available on the internet.
Decide When You Want to Email
Once you have used the Invisible Rich Series to learn who you will be emailing, you can decide when you will do so.2 Do some research on your target audience to see when the best time to send an email is. Meaning, when would be the best date and time to reach your audience, and how often should you be emailing them? Remember, people like consistency.
According to HubSpot, the highest click-to-open rates for emails are 10 AM, 1 PM and 6 PM, as these are times people have breaks to check their inbox.3If you know your prospects will likely be checking their email first thing in the morning, you may want to send them out around 8 AM. As you send marketing emails, test out different days and times to see which produce the strongest results.
Choose an Eye-Catching Subject Line
You yourself likely receive hundreds of emails a day. Take mental notes of which ones you click on. That’s a simple and easy way to monitor what kinds of subject lines work – and which kinds get sent straight to the trash bin. It is noted that emails with the prospect’s name in the subject line can be especially eye-catching. Such as, “A quick question for you, Gregory.” Some other tips for drafting the perfect subject line:
· Stay concise: aim for five to 10 words.
· Make it specific – what is the point of the email?
· Highlight your value proposition – why should they respond to you?
· Keep it personal – it shouldn’t read like a mass email,
· Include action words – “Join,” “free,” “upgrade,” “today”.
Keep it Short and Sweet
Everybody’s time is valuable. The quicker and easier it is for a reader to absorb what’s in your message, the happier they will be. Put your most important point towards the front of the email, or else they may exit before they read why you sent the email in the first place. Don’t get too wordy; remember, the point is to spark an interest and provide them with an opportunity to learn more.
Set a Specific Goal & Include a Call-to-Action.
Nobody likes receiving meaningless email. When you send a marketing email to your prospect or client, make sure you have a specific goal behind sending it. Do you want to schedule a phone call with them, or perhaps set an in-person meeting? Make it clear what your objective is, so they know how to respond.
Once you’ve set your goal, you can decide how to incorporate your call-to-action. If the goal is to set a meeting, provide some optional dates, or include a link to your calendar. Perhaps you want them to visit your website, watch a video, or read an article. Whatever the goal is, make sure you provide a simple way for the prospect to continue interacting with you.
Review Your Results
Once you begin sending out your new-and-improved marketing emails, you will want to monitor your results. Test out different subject lines, different email bodies, and different call-to-actions. See which ones get the most results, and tailor accordingly. You’ll begin to see what proves most effective for your clientele.
Monitoring your marketing results will allow you to tweak, repair, and improve your campaign. You can also use this data to identify patterns in customer behavior. And if it seems like your email isn’t as successful as it could be, you can always try a new style!
Finding Viable Prospects with the Invisible Rich Series
As we mentioned, Dunham has resources to help you build a list of prospects so you can begin reaching out to high-net-worth people in your region. We understand that you have limited time in your day to prospect, and networking in your current circles can only get you so far. You may have purchased lists, but they often lead to over-prospected individuals.
The Invisible Rich is a series developed by Bryce Sanders, President of Perceptive Business Solutions, Inc., together with Dunham. Throughout the series, you’ll learn how to identify the wealthiest 2 - 5% of your target market, including those who might not be over-prospected. Click here to learn more about the Invisible Rich series today!2
Sources:
(1) https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/
(2) https://www.dunham.com/FA/Blog/Posts/identifying-the-invisible-rich
(3) https://blog.hubspot.com/marketing/best-time-to-send-email
Disclosures:
Information contained in the materials included is believed to be from reliable sources, but no representations or guarantees are made as to the accuracy or completeness of information. This document is provided for informational purposes only and should not be considered as investment advice.
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